Third of drivers return to the same used car dealer

A third of British drivers revisit the same dealership to buy their next car, according to findings by used car website AA Cars research.

In total, 31% of drivers bought two or three cars from the same dealership, while 4% have bought more than three vehicles from the same dealership.

However, with more than a quarter (29%) of drivers going somewhere different each time, the research suggests dealerships cannot rely on loyalty alone and must still make an effort to attract new customers and stand out from the crowd.

Nearly three in five drivers (58%) say they have bought from a dealership they hadn’t visited previously because they had found a specific car they liked online and went to see it in person. Over a quarter (27%) visited a particular business because it had been recommended to them by a friend or family member. 

When planning to buy a used car, three in five drivers (59%) say they would check if a dealership is accredited or approved by an independent organisation. Meanwhile, half (56%) would inspect the business’s website. Just 3% of drivers would do no research at all.

Half of drivers (51%) would also look up independent reviews on other websites before deciding to do business with a dealership. Meanwhile, 7% would seek comments about specific dealerships via social media.

Mark Oakley, director of AA Cars, said: “Every professional car dealer knows that customer trust is the lifeblood of their business and the key to sustainable sales growth - whether that’s repeat business from customers returning for their next car or through referrals they make to their friends and family. But before dealers can earn that trust, first they must attract fresh customers to their forecourts.

“Review websites allow would-be buyers to do their due diligence on the quality of a dealer’s service before even setting foot on a forecourt. With so much competition, and drivers able to source their perfect vehicle from anywhere in the country, dealerships with stellar reviews and those accredited by a reputable brand are the most likely to stand out from the crowd. 

“Three in five drivers say that when looking for a used car they actively seek out dealerships which have been given a seal of approval by an independent organisation.  

“Leaning into the reputation of a trusted brand, like The AA, can help dealerships inspire the customer confidence that is the first step to a sale. AA Cars has also partnered with the Chartered Trading Standards Institute to add another layer of reassurance that ultimately helps dealers stand out from the competition and drive more sales.”

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• Source: https://www.am-online.com/news/used-cars/2024/01/11/third-of-drivers-return-to-used-car-dealers